Trends Improving HCP Engagement and Accelerating Treatment Adoption

Veeva Pulse Field Trends Report

As the pharmaceutical industry continues to adapt to HCP preferences and hybrid commercial models, it’s critical to stay on top of evolving field and HCP engagement trends.

Each quarter, the Veeva Pulse Field Trends Report provides unique insights into global and regional engagement trends based on an analysis of 600 million HCP interactions across more than 80% of biopharmas worldwide.

Reach out to Veeva Business Consulting to learn how connected sales, marketing, and medical deliver a better customer experience.

Trends Improving HCP Engagement and Accelerating Treatment Adoption

Veeva Pulse data shows that when commercial teams deliver connected, coordinated scientific information and resources, it deepens HCP relationships, mitigates challenging access, and improves treatment adoption. See how Veeva Pulse Insights from the past year are helping commercial teams respond quickly to HCPs’ needs.

Pre-launch scientific outreach is accelerating treatment adoption by 40%

Prioritizing investments in targeted scientific activities with the right experts speeds treatment adoption. A U.S.-based study of oncology drugs showed that biopharmas who invested more in pre-launch scientific activities saw 40% faster treatment adoption than companies that invested less.

Synchronized sales and marketing is improving prescribing behavior.

Close and timely coordination of field engagements and HCP digital advertising – or synchronization – increases marketing effectiveness by 23%. But 65% of HCP engagements are not synchronized.

Coordinating sales and marketing touchpoints can close the gap, strengthening HCP engagement, increasing scientific understanding, and improving prescribing behavior.

Timely, relevant engagement is mitigating declining access

HCP access declined from 60% to 45% from 2023 to 2024 in the U.S., marking a return to prepandemic levels. Access levels vary significantly by specialty – oncology, internal medicine, and psychiatry are the most difficult to reach.

Connected sales, marketing, and medical teams are mitigating challenging access by extending conversations, responding quickly to HCPs’ needs, and improving treatment adoption. This commercial model requires shared data, connected systems, aligned incentives, and a unified understanding of the customer.

Connected engagement across sales, marketing, and medical ¹

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